Hmm~ I dunno, maybe because people like Ikuto...Shugo Chara is fine for me but not really one of my favorite series. It's just that I hate how they're just elementary students, and it feels like there's harem.. (you know::Tadase, Ikuto,(new guy forgot his name)points too amu~) Ugh I hope there will be no kissing scene where Amu is included. Though highschool is fine(talking about Utau and Ikuto) but they're just incest!!! though it's better than a kid and a highschooler.. It's like Alice Academy, the girl and this boy kissed(dunno ttheir names, and I don't watch it, my friend does)

I think it's popular because of the bishies (heh, bet you guys can't get enough of them too~). But personally, I like this series because it *actually* gives some sort of values/ways to live by for the watchers whenever Amu breaks in to her Yankumi speech everytime she successfully unlocks a negative heart. I think that Shugo Chara also appeals to most people because it's art is pretty good. LOL, I actually downloaded Zombie Loan manga (also by PEACH PIT) because I liked the art of SC!. And haha, of course, everyone needs their dose of overly cute and fluffy shoujo manga!

I think it's the positive attitude always overcoming a negative one, the love overcoming a cold demeanor, the fact that Amu's good at so many things just because she puts her mind to it.
It's refreshing in contrast to regular life, violence, downheartedness and self-pity.
Besides, don't you want to know who Amu ends up with?